hart square case study - ascl
TRANSCRIPT
Hart Square educates ASCL on the
choice of a new CRM How a leading educational institution called on Hart Square’s expertise and market knowledge to select a new CRM solution
Case study – Education
0344 567 8790
www.hartsquare.co.uk
Overview The Association of School and
College Leaders (ASCL) is the
professional association and trade
union in the UK for secondary school
and college leaders.
It represents nearly 17,000
members, and is a major provider of
training courses and consultancy
for its members.
www.hartsquare.co.uk
Case study – ASCL
CRM is really at the core of the
organisation. It had been using Integra
for about three years to manage
membership and events.
When Iris wanted us to upgrade to the
latest release, IntegraNG, this would
have been a significant project in terms
of time and cost.
ASCL decided to invite Hart Square to
review its CRM processes and advise
on the best way forward.
www.hartsquare.co.uk
Case study – ASCL
CRM at the core
Hart Square’s specialists undertook a
complete, in-depth review of ASCL’s
CRM requirements.
We talked with each of the departments
and spent a lot of time putting together
specifications for the new CRM.
The intention was for that review to be
turned into an Invitation to Tender (ITT)
that could be used to solicit bids from
various CRM vendors.
CRM Review
www.hartsquare.co.uk
Case study – ASCL
Hart Square’s review highlighted the following
key areas of core functionality for the CRM
system:
Contact Management – the new CRM
solution had to serve as the master contact list
for all of ASCL’s members, stakeholders and
event attendees.
Membership Management - ASCL has
17,000 members and an average of 1,500 new
applications and 1,200 lapses annually. The new
CRM needed business logic and workflows to
support these changes.
Event Management - with an annual
conference, 12-30 regional conferences and
over 130 short courses per year, the CRM
needed to help ASCL manage all aspects of
organising events.
Core
functionality
www.hartsquare.co.uk
Case study – ASCL
Consultancy Management - the new CRM
needed to allow ASCL to maintain contact details
and specialisms for its consultants, manage
appointments and facilitate invoicing and
payments.
Financial Management - the new CRM
needed to support Sage for full cost/income
analysis of events, and Stock Control and Sales
Order Processing for products such as books
and CDs.
Hotline Management – ASCL’s member
hotline can receive up to 100 calls a day. The
CRM needed to allow staff to easily access a
caller’s record, enter any advice given and
escalate any issues.
Case Management – ASCL’s legal
department supports members with expert legal
assistance. The CRM needed to allow full
recording of any issues and processing of cases
through to resolution.
Core
functionality (2)
www.hartsquare.co.uk
Case study – ASCL
A separate project to re-develop the
ASCL website was underway which
would eventually allow registered visitors
to update their own details and make
online payments for services.
We advised ASCL to be open to a CRM
solution that either:
• provided APIs or web services which
allow web developers to read from,
and write back to the CRM, or
• enabled online forms and
functionality to be integrated into its
website.
Website
integration
www.hartsquare.co.uk
Case study – ASCL
Migration of data was a key concern to
ASCL.
The data quality in the Integra system
was not good, and there was a
significant number of duplicate records.
We proposed data cleansing and de-
duplication prior to the migration to the
new CRM.
Data
migration
www.hartsquare.co.uk
Case study – ASCL
We guided ASCL through vendor responses, narrowing down the choice to four vendors.
Each was invited to present to ASCL, who decided to look more closely at an MS Dynamics-based CRM.
We arranged for the vendor to come in and do a workshop.
After further discussions ASCL decided to look again at one of the other vendors.
ASCL is now working with us to make a final decision.
The plan is to implement the new CRM in 2013.
Decision
process
www.hartsquare.co.uk
Case study – ASCL
The new CRM will allow ASCL to do
more online member recruitment,
online payments and self-servicing
and streamline events.
Members will be able to join online
from the ASCL website.
ASCL will be able to automate
correspondence across a number of
membership functions.
There is the potential for on-going
project management for
implementation and training.
Instilling
confidence
www.hartsquare.co.uk
Case study – ASCL
Key benefits to ASCL include:
Institute-wide access to centrally-
stored knowledge on members,
their interactions and relationships
with ASCL.
Intelligence relating to individual
members in one place.
Streamlined business processes,
including event and conference
management, consultancy and
training.
www.hartsquare.co.uk
Case study – ASCL
Benefits
Business process review and
documentation
Organisation-wide requirements
gathering
CRM review and recommendations
ITT for new CRM system
Vendor shortlisting and selection
Website integration plan
Customised training
www.hartsquare.co.uk
Case study – ASCL
Key services
provided
Client quotes
“We wanted real CRM specialists with membership experience.
When we talked to Hart Square it quickly became apparent that they
knew and understood the market very well and had a grasp of all the
key vendors and their solutions. They also seemed really easy to
talk to and work with.”
“Hart Square turned their excellent review into an ITT document and
solicited bids from a number of CRM vendors. In the end, we
decided to look more closely at an MS Dynamics CRM-based
solution, and Hart Square arranged for the vendor to come in and do
a workshop for us.”
Sara Gadzik, Communications Director at ASCL
www.hartsquare.co.uk
Case study – ASCL
Client quotes
“Hart Square have really gone beyond the contract that we signed
with them. They are very flexible, easy to work with and they will
come and see us at very short notice if we want their advice on
something. That’s really appreciated.”
“Technically they really know their stuff. They held workshops to
understand our processes, and pointed out better ways of doing
things, which is brilliant. They’re very knowledgeable and work as
part of our team. We’re very confident in their abilities.”
Sara Gadzik, Communications Director at ASCL
Case study – ASCL
www.hartsquare.co.uk
Other client case studies CIBSE’s publications now published online through its
Knowledge Portal.
Hart Square ensures healthy CRM at The Health
Foundation.
Hart Square advises on member management at the
Pensions Management Institute.
Hart Square helps The Prince’s Foundation for Building
Community to engage with members.
Hart Square creates CRM training for Children & the Arts.
FTN puts trust in Hart Square to move to new CRM for
organisational membership.
The British Academy enables interaction with Fellows and
the wider public with help from Hart Square.
Case study – ASCL
www.hartsquare.co.uk
Case study – CIBSE
www.hartsquare.co.uk www.hartsquare.co.uk
Case study – ASCL
Arthritis Care
Association for Project Management
British Academy
British Association of Occupational
Therapists/College of Occupational Therapists
British Retail Consortium
Chartered Institution of Building Services
Engineers
Communication Workers Union
EEF
Girlguiding UK
Horticultural Trades Association
Our clients
www.hartsquare.co.uk
Case study – ASCL
International Broadcasting Convention
Investment Property Forum
National Housing Federation
Nottingham University Business School
Pensions Management Institute
Royal College of Anaesthetists
Royal College of General Practitioners
Society of Operations Engineers
The Association of Commonwealth Universities
The Association of School College Leaders
The Foundation Trust Network
Our clients
www.hartsquare.co.uk
Case study – ASCL
Our clients The Health Foundation
The Institute of Direct and Digital Marketing
The NHS Confederation
The Offshore Pollution Liability Association
The Prince’s Foundation for Building
Community
The Prince’s Foundation for Children and
the Arts
The Royal Institute of British Architects
The United Kingdom Council for
Psychotherapy
The Whitehall & Industry Group
ZPB Associates